How to Create Effective 1:1 Marketing

The goal of 1:1 marketing is to use personalized interactions to build long-term relationships with prospects and customers. These meaningful relationships will build your business and increase your revenue over time.

Although the modern 1:1 marketing concept has been around for years, addressing the specific needs of individual customers is as old as commerce itself. The difference today is that there are software tools to help develop and deliver personalized and differentiated communications.

1:1 marketing keeps its focus squarely on customers’ evolving interests. No two customers are the same but by using data points to segment and track behavior, companies can create unique experiences that deliver the right content at just the right time.

Amazon is one of the best examples of effective 1:1 marketing for consumers. They track every action and transaction in order to present each customer with a list of product recommendations based on the customer’s personal preferences and previous buying behavior.

1:1 marketing can also be successful in the institutional world of education sales. Many of today’s best tools and strategies can be used to create and sustain ongoing relationships—not just transactional relationships—that increase business. The communications and connections between purchases are often more important than during transactions. Personal contact at this time reassures customers that you are invested in their continuing success—not just selling stuff.

Why? Because schools and districts buy from people they know and trust. Real people. Not brands. Taking the time to develop relationships with your customers delivers real dividends—ROI you can measure.

Here are some of the strategies, methods and tools we have at our disposal to create authentic and unique relationships with our customers and prospects:

  • Email marketing
  • Content marketing
  • Inbound marketing
  • CRM analysis tools
  • Web analysis tools
  • Market automation software
  • Social media

One thing all of these tools and strategies have in common is metrics. You will generate scads of data. The trick is to focus on the right data that helps you create and nurture leads. Beginning with a strategic, written plan increases your chances of success. During this process you identify all of the points of connection between your company and your prospects and you create a process around each of these. The end result is that your customers feel that they’re important to you and you are necessary to their success.

Any or all of these tools should be part of your outreach and response to schools and districts to provide useful content and products that serve their needs. Each one of these tools and strategies occupies their own part of the marketing process. However, they can also be used in combination to execute effective 1:1 marketing.


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